The problem with the vodka category, and its players, is that the category has enjoyed such effortless success for decades with very little need for innovation (aside from coming up with wild and crazy flavors to release, and then discontinuing them). Part of this sharp decline is attributed to Grey Goose’s decision to not chase the flavor trend too hard, but a more significant factor was unexpected competition from non-premium brands like Tito’s Vodka and Deep Eddy’s Vodka, which took significant share away from premium players like Grey Goose. In 2013, Grey Goose saw a sharp drop in sales, with a whopping 5% decline (source: Impact Databank). Bacardi’s Grey Goose is one of those brands that’s really trying to navigate these changing vodka waters. Now that the flavored vodka boom is clearly ending, vodka companies are scrambling to figure out ways to hold on to their growth and remain relevant in a marketplace that is increasingly shifting towards whiskey. It does not store any personal data.The vodka category is beginning to go through a real identity crisis. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies.
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